You did it! You caught the viewer’s attention. This is half the battle in a world jam-packed with advertising. But even though the viewer is now paying attention to you, you’re not necessarily guaranteed a sale – let alone even a click for that matter.
This is the tricky part: making sure your ad strategy will encourage consumers to take action, and not forget about your brand. According to ComScore, the average Internet user is served 1,707 banner ads per month. Even if the consumer notices one in particular, it is likely that they won’t take any action and may never think about the ad again. So then what?
By using these 3 tips to get the conversion, your viewer will know exactly what to do… and they’ll actually do it!
1. Make Sure Your Call-To-Action (CTA) Is Clear And Direct
You know when your boss gives you 5 things to do at once, how you always forget at least 3 of the 5? Well, it’s the same for ads. Heavy ad copy leads to confusion. Pick one key message and one clear CTA and stick to it! If there’s only one thing to do, it’s much more likely it’ll actually be done.
2. Differentiate Yourself From Your Competitors
In the digital age, people do their research. With so many review sites and comparisons readily available, it’s not too common that people see an ad and immediately buy the product without checking up on the product competitors first. Or even when they first see your ad, if it’s too similar to your competition, later on when they go to buy the product they may think of your competition before you
Figure out what’s important and unique about your brand and product, and make sure that really shines through in your advertising. This is what consumers will remember you as.
For example, Geico uses the gecko as a mascot to deliver their message – 15% discount on their service, while their competitor Progressive highlights their speedy customer service with Flo.
3. Include Info That Answers Questions They’re Likely To Have
If you put yourself in your customer’s shoes, what questions are you likely to ask? This is the information you need to include in your ads. Common points are deals and prices, product benefits, problems the product will solve, etc. But it doesn’t just stop there – also consider the traffic source you’ll be putting the ad on. Relevance is always important, so make sure your ad is targeted to your market that’s likely to be on that traffic source.
This Best Western hotel ad was put on a fitness blog (www.healthline.com), and properly targets the viewer as many people who start working out do so before a big trip.
It’s Not JUST A Click!
By following these tips, you’ll achieve more than just a click. Your ads will represent your brand in a clear and favorable way. Consumers will immediately understand the benefits of your product/service, and be properly informed to take action by following through to the landing page, contact form, download page, etc.
Don’t just waste your ad space with strategy that doesn’t lead to action – make sure your ads drive the action (and clicks!) that you want.